MCM's Latest AW22 Campaign Embodies the true freedom of a life in motion

MCM's Latest AW22 Campaign Embodies the true freedom of a life in motion

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MCM's Latest AW22 Campaign Embodies the true freedom of a life in motion

The fashion house’s latest “The Movement” campaign elevates the concept of motion to an entirely new dynamic.

The fashion house’s latest “The Movement” campaign elevates the concept of motion to an entirely new dynamic.

Text: Maddie Street

Life is all about motion.

With mobility centered at the very heart of this collection, luxe fashion house MCM presents their latest Autumn/Winter 2022 'The Movement' Campaign. Although the house has never become accustomed to staying still, the concept of motion is elevated to an entirely new dynamic when it comes to the development and evolution of signature looks. The motorsport-inspired campaign harnesses the dynamic energy of motorbikes and associated paraphernalia to showcase the collection's most exclusive unique designs – modern cuts which form compelling silhouettes.

"With this campaign, we're taking the next step to elevate the brand while maintaining the MCM spirit of mobility, travel, and culture – creating an upscale look that combines classic tailoring with sportswear elements." Dirk Schönberger, Global Brand Officer MCM Worldwide

Intending to drive a creative engine fueled exclusively by imagination and motility, Berlin-based director Felix Aaron collaborated with photographer Dan Belieu and stylist Raphael Hirsch to illustrate the collection. By incorporating a new perspective of movement - as the 21st century creates its virtual worlds - MCM rolls into the metaverse with a series of Meta cubes in thematic colors.

Strategically organized by set designer Leonardo Papini, the inter-dimensional cubes are designed to reflect the range's diversity by illuminating radically different textures while demonstrating its freedom and vitality in emulating the rush of racing itself. CGI-scanned from within the deep green and millennial pink spaces, talents Leon, Ga Young, and Scully is seen to wither between realities in a cosmos free of limits.

This campaign stunningly exhibits the true freedom and power of a life in motion. Racing beyond the powerful aesthetics of motorsports culture into whole new worlds and digital realities, MCM captures the very essence of movement.

The eye-catching collection is now available both in stores and online at MCM.

Credits: Courtesy of MCM.

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